Selecting a Professional Photographer

Some random observations on things to look for and things to ignore.

Hiring Direct

Their are two main advantages to hiring directly (rather than through an agency). The first of course is financial. Ad agencies routinely mark-up photography as much as 200 percent. The second advantage is more subjective.

The agency contracts out for photography precisely because it is a complex, creative and technical professional challenge that they are unable to meet with in-house people. You might be surprised by the number of times top photographers talk among themselves about bad or static photo designs proposed by agencies. In many cases photographers look at design layouts and see much better ways to tackle the project. They may argue the point at length with the design firm. Does the client ever hear about the different solution? Of course not. The photographer is working for the agency and not you, the real end user.

Note that this is not a criticism of agencies. Many agencies are talented, skilled and attempting to provide the best to the client. A good agency provides solid solutions to your communications needs. They will work closely with the photographer to show your business in a creative and effective way. Where you are working with a good agency, it is well worth your while to pay the marked up price. You will be receiving the best of two distinct creative disciplines.

Photographer's Experience

Look for experience, but recognize that the photographer's portfolio will probably not contain the exact image you need. It is safe to assume that a photographer who has a track record of successfully photographing people on location can do the same in a studio.

Day Rates and Fees

Day rates can be especially misleading. A low day rate may mean that the photographer is going to be learning on your job. It is often the case that a photographer with a $1300 day rate can complete your project better and more economically than the photographer with a $700 day rate. Day rates are still sometimes used in the corporate sector where the specific photographs are often not pre-determined. Day rates should always be balanced against the photographer's skill and experience.

Most photographers prefer to quote total project fees wherever possible. In other words, they will estimate the total cost of your project and provide a flat quotation. The advantage to you is obvious. The creative fees are fixed. The only variables will be the actual expenses.

It is reasonable for you to explain your budget for the shoot and describe what you are trying to achieve. The photographer will attempt to come up with a solution that fits your budget, or may propose a different approach which will require a change in budget.

Bluntly, film is not particularly expensive. You are paying for talent, ability and expertise. It's not unlike buying computer software. A diskette costs 49 cents....we pay for the content of the software.

The important thing is that both parties agree on what is to be done and what it will cost.

Paperwork and Copyright Licensing

You should expect proper paperwork from a professional photographer. You would not consider purchasing raw materials without paperwork, photography is no different. In particular, be sure to specify what you wish to use the photographs for. Normally, the photographer will maintain Copyright in the images and license specific usage. Your usage will affect the cost of your reproduction license.

This is a convenient point to discuss CD-ROM's and "royalty free" photographs. Royalty free CD's are normally made up of about a hundred images. The manufacturer has purchased a license to distribute the images in this manner. Using photographs from a CD-ROM is your decision, however be sure you understand the facts. If a CD is being sold for $29.00 and cost $50,000 to produce, the manufacturer is expecting to sell at least 2500 or more copies of the CD. In other words, the image that you choose may end up in 2500 other advertisements. You have no control over the image and may find that your competitor is using the same photographs. This may be acceptable in a family newsletter. We recommend your Corporate Capabilities Brochure take a different approach.

Where you have contracted for a photograph, it is possible to specify exactly what rights you require in the image. You might require exclusive use in North America for a period of two years. This becomes a part of your arrangement with the photographer.

Professional Associations

Membership in Professional Associations can provide a clue about the photographer's ability. The Canadian Association of Photographers and Illustrators in Communications (CAPIC) and the American Society of Media Photographers (ASMP) both require new members to be sponsored by existing members. A portfolio and character review is required.

Some other organizations require that the photographer have a heartbeat and a cheque. The heartbeat may be optional.